The development of dynamic lifestyle on the consumer, the using of marketing strategy has also increasingly become diversed. One of them is online purchasing. However, online purchasing have some weakness associated to security and direct contact with the products. Some risk make individuals tend to choose offline purchasing. When individuals find the negative factor out of their alternatives of choices, it will cause doubt after purchasing the product. It is known as postpurchase dissonance. Postpurchase dissonance is a doubtful experienced by consumer after making a difficult purchasing decision towards a product.
The study was a comparative quantitative and aims to find out the difference of postpurchase dissonance between online and offline purchasing. The number of samples were 200 consumers consisted of 100 online purchaser and 100 offline purchaser. The sampling technique was used convenient sampling. Data was collected using the the scale of postpurchase dissonance and statistically analysis using t-test.
The results showed that a difference of postpurchase dissonance between online and offline purchasing. The level of postpurchase dissonance on online purchasing was higher than the offline purchasing consumers. This study is expected to be an input for producers to know that consumers can experience a doubt to products they had bought and eventually gives impact on decreasing of the level of purchases towards their products.